Holden has begun rolling out its new ‘Dealership of the Future’ project that will see much of its existing network upgrade over the next few years. The Lion brand has earmarked up to $150 million to be spent on the nationwide project though Holden Chairman, Mark Bernhard, has told TMR that as much as $200 million could be spent on changes to its dealer network.

Part of the enhancement is a request for dealers to adopt Holden’s new ‘chrome Lion’ logo and overhaul the customer experience inside. Holden will introduce a concierge-style service for dealing with customers and has said it will upskill its sales team.

Showrooms will get a refresh inside and feature “airport lounge” style layouts with selected outlets receiving a Nespresso cafe experience in a tie-up with the coffee house. New technology including large LED screens will be used to help select and customise cars with the service also expected to extend online.

“Holden is evolving our brand to appeal to a broader audience and nothing is more important in this journey than dealerships – they are the frontline of our great brand,” said Bernhard.

“The experience people have at Holden dealerships is a key part of repositioning the brand in the hearts and minds of today’s Australians,” said Bernhard.

Village Holden in Brisbane and Callaghan Holden in Warrnambool are the first two dealerships to get the treatment. Holden is aiming to rollout the new look to at least 10 dealerships per month before the end of 2017 and says as many as 10 dealerships per month will re-brand in 2018.

Along with an up to $200 million investment in its dealerships, Holden has also announced a $7m investment in its Lang Lang Proving Grounds. The money will be spent resurfacing the 4.7km circular track at the facility, where cars from around the General Motors world are tested.